As it has been explained right from the outset in the presentation of the ¨Vision of Tourism 3.0¨, the essence of this vision is that the tourism business should be focused not only in the financial goals, but also in environmental and social goals, to say it shortly, in doing good. And doing good is not only a matter of responsibility, it is also the smartest way to ensure the sustainability of the development, and to build a good reputation, which is the core essence of the best possible destination marketing.
The ¨Good doing¨ of destinations 3.0 is not only focused on caring about the destinations social and environmental challenges, but also on leading a cultural change, by fostering mission-driven cooperation and innovation throughout the stakeholder system, and improving visitors’ lives through life-changing experiences. It is therefore a holistic approach of Good doing: inwards and outwards. This approach is what makes people fall in love with destination 3.0 brands, and creates an unbeatable virtuous circle of effective and efficient marketing that draws not only tourism flows but also contribution from all stakeholders in addressing the social and environmental challenges stated in the destination model’s mission.
In this TED Talk, Simon Anholt -creator of the Good Country Index, as a sort of Global Nations Reputation Index- explains how country reputation is created, and how important is the perception that people all over the world have about a country on its economic development. Needless to say, these lessons apply also to destinations, and so they should be taken into account when defining the destination model.